10 Feb 2020 --- Flavor is, on average, the single most important factor in consumers’ food and drink choices. New research by Innova Market Insights outlines that interest in novelty and variety is particularly high, as three-quarters of global consumers “love to discover new flavors.” Generationally, the market researcher highlights that Millennials are the most adventurous in their attitudes to flavor, while Boomers are pegged as the most conventional. Perhaps surprisingly, Gen Zs have been less interested in mixing it up when it comes to taste.
